Unit 9
Activity Book
Pages 46 and 47
9 Read the following web page and complete it with the missing sentences.
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How to make a sales pitch? Whether you're selling a new type of toothpaste to a chain of pharmacies, the latest computer software to a school or a new kind of package holiday to a travel agency – you need to know … 1) Do your research Don't come away from a sales pitch wishing you had been better prepared. It is essential to know everything about your product. Do you know when it was developed, and where it is produced? You also need to know who the target market is – for example, the age group or income of the people who might buy it. Not only that, you should know all about the competition – that is, similar products on the market. Why is your product superior to others and why does it have better value? In addition, you should know exactly which people you are speaking to, and what their needs are. For example, if they represent a middle-class department store in a humble neighbourhood, be ready to explain why your particular product would suit customers who do not have lots of money. What makes your product perfect for them? Most of all, you need to believe in what you're selling, and the best way to do that is to use it! 2) Prepare and practise Plan your presentation carefully, not just what you will say, but how you will say it. Will you read it word by word, use notes or memorise it? Whatever you decide, it is always a good idea to have a list of your main points, in case something interrupts you, or you simply freeze with nerves (it happens!). Then practise it, if possible in front of colleagues. Make changes and practise it again. 3) Be professional Keep your presentation short and simple. Start with some friendly comments. For example, thank your hosts for allowing you to speak to them, and compliment their company. Remember to speak slowly and clearly. It is important to appear confident (even if you're nervous!). While you're speaking, don't keep your head down. Instead, look round the room and make eye contact with your audience. Smile! When you've finished speaking, invite questions. If you don't know the answers, don't pretend! Thank the questioner and promise to find out the answer (and do it!). Finally, have a summary of your presentation ready to hand out at the end of the session. I wish I had known all this when I started out in business! Good luck! |
Explanation
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Words |
English meaning |
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sales pitch (n)
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The statements and promises that someone makes to try to persuade someone to buy something. |
| package holiday | An organised trip with everything included in the price (travel, accommodation, food) |
| target market | People who are identified as possible customers |
| age group | a set of people of similar age |
| department store |
a large shop that sells many different types of things. |
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knitwear (n) |
Clothing made from wool. |
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Machinery (n)
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Machines, especially large ones; a system or set of processes for doing something. |
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extensively (adv) extensive(adj) extend (v) |
In a way to cover or affect a large area.
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corporate (adj) corporation (n) |
Belonging to or relating to a corporation, a big company or a group of companies acting together as a single organisation. |
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How to make a sales pitch? Whether you're selling a new type of toothpaste to a chain of pharmacies, the latest computer software to a school or a new kind of package holiday to a travel agency – you need to know … 1) Do your research Don't come away from a sales pitch wishing you had been better prepared. It is essential to know everything about your product. Do you know when it was developed, and where it is produced? You also need to know who the target market is – for example, the age group or income of the people who might buy it. Not only that, you should know all about the competition – that is, similar products on the market. Why is your product superior to others and why does it have better value? In addition, you should know exactly which people you are speaking to, and what their needs are. For example, if they represent a middle-class department store in a humble neighbourhood, be ready to explain why your particular product would suit customers who do not have lots of money. What makes your product perfect for them? Most of all, you need to believe in what you're selling, and the best way to do that is to use it! |
- The essential points one should research about a product before making a sales pitch are:
1. when it was developed.
2. where it is produced.
3. You also need to know who the target market is.
4. you should know all about the competition.
5. you should know exactly which people you are speaking to.
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Knowing everything about products on the market refers to the competition.
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You should know all about the competition :
1. Why is your product superior to others?
2. Why does it have better value?
- Two things you need to know about your customers: age group and income.
- The target market means people who are identified as possible customers.
- The age group means a set of people of similar age.
- A department store means a large shop that sells many different types of things.
- The package holiday means an organised trip with everything included in the price (travel, accommodation, food).
- The underlined pronoun who line fourteen refers to customers.
- The underlined pronoun 'it' in the text above refers to your product.
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2) Prepare and practise Plan your presentation carefully, not just what you will say, but how you will say it. Will you read it word by word, use notes or memorise it? Whatever you decide, it is always a good idea to have a list of your main points, in case something interrupts you, or you simply freeze with nerves (it happens!). Then practise it, if possible in front of colleagues. Make changes and practise it again. |
- It is necessary to have a list of your main points in case something interrupts you, or you simply freeze with nerves.
- The underlined pronoun 'it' in the text above refers to your presentation.
- There are three ways to present your presentation: reading it word by word, using notes or memorising it.
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3) Be professional Keep your presentation short and simple. Start with some friendly comments. For example, thank your hosts for allowing you to speak to them, and compliment their company. Remember to speak slowly and clearly. It is important to appear confident (even if you're nervous!). While you're speaking, don't keep your head down. Instead, look round the room and make eye contact with your audience. Smile! When you've finished speaking, invite questions. If you don't know the answers, don't pretend! Thank the questioner and promise to find out the answer (and do it!). Finally, have a summary of your presentation ready to hand out at the end of the session. I wish I had known all this when I started out in business! Good luck! |
- The text states two examples of friendly comments :
1. Thank your hosts for allowing you to speak to them.
2. Compliment their company.
- There are many things that you should do to appear confident like:
1. While you're speaking, don't keep your head down.
2. Instead, look around the room and make eye contact with your audience.
3. Smile
4. When you've finished speaking, invite questions.
- If you don’t know an answer to a question don't pretend! Thank the questioner and promise to find out the answer (and do it!).
- The sentence that shows the speaker didn't know how to make a sales pitch is I wish I had known all this when I started out in business! Good luck!
- The underlined pronoun 'them' in the text above refers to your hosts.